Business Strategy Digital Marketing E-commerce Business Fitness Marketing Technology
Collin Schmelebeck
Collin Schmelebeck

@SchmelebeckPPC

17 tweets 36 reads Feb 02, 2023
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If I were running Google Ads for @Gymshark
This is exactly how I would do it
/thread/
If I were running Google Ads for @Gymshark This is exactly how I would do it /thread/ https://t.c...
1/16
@BenFrancis1992 has built a worldwide fitness empire
The goal here isn't just profitability at scale
The goal is going head to head against some of the largest clothing brands in the world
Win
Scale
Repeat
Let's break that goal down for the US
2/16
The current North American President (@h_spear), VP of brand marketing (@Sennai), and head of digital marketing (@david_vaira)
have done an amazing job so far
so how do we capitalize on this?
glad you asked
3/16
we will maximize their 2 greatest strengths
1. strong organic presence
(did they hire @SEOKeval?)
2. social influencers
Brand Awareness isn't an issue here
We need to position ourselves against competitors + show why our products are superior
Let's use $100k budget
4/16
Before we break down the strategy
we need to get a baseline of our current customers & audiences already interested in our products
Phase #1: Analytics Deep Dive
here is the checklist on doing that:
4/16 Before we break down the strategy we need to get a baseline of our current customers & a...
5/16
1. Review Acquisition
> how are we currently getting our top-performing traffic?
> what traffic is better/worse than our baseline?
> review traffic by each channel
2. Analyze Audiences
> find your top and worst-performing segments
> what sticks out that we can leverage?
5/16 1. Review Acquisition > how are we currently getting our top-performing traffic? > what...
6/16
3. Research Interests For Future Targeting
> this data can be leveraged for PPC campaigns to curve the learning period
Now that we understand who we are targeting, we can shape our offer to meet these interests and intent
6/16 3. Research Interests For Future Targeting > this data can be leveraged for PPC campaigns...
7/16
Phase 2: Product & Data Feed Optimization
Let's use "Gym Joggers" for our example
Here is what our customers will see with us and our competitors
7/16 Phase 2: Product & Data Feed Optimization Let's use "Gym Joggers" for our example Here...
8/16
As you can see here competitors are right there when our customer has to make a decision
So how can we maximize our chances of converting?
First --> we focus on the backend for the algo
Second --> best practices for product ads
9/16
1. Focus On Relevant Data Feed Attributes
> Brand / Product Type / Color / Size / Gender / etc
> more info Google has = more success
2. Title Structure
> here is an example from @DataFeedWatch
> we don't want to keyword stuff, but give as many relevant details as possible
9/16 1. Focus On Relevant Data Feed Attributes > Brand / Product Type / Color / Size / Gender /...
10/16
3. Descriptions
> answer user objections and common fears
> ex: shipping, true sizing (a big one for apparel)
4. Other Best Practices
> use search term report (paid/organic) for high-converting queries
> mirror product info on website
> most important info is 1st
11/16
Phase 3: Google Ads Strategies (finally!!)
$100k/mo
we're going to break out campaigns by their unique purpose
Awareness (Top-Funnel)
Commercial Intent (Bottom-Funnel)
Remarketing (The Funnel Floor)
finally
my favorite part
12/16
Awareness (Top-Funnel)
1. YouTube: Affinity & Placement Targeting
2. Discovery: Similar To audiences
3. Search: Broad keywords w/ smart bidding
4. Display: Competitor Website Visitors
Let's break down the Display Competitor campaign
the best way to target competitors
13/16
Competitor Display Breakdown
who are the main competitors?
> @Nike
> @Younglaco
> @AlphaThreads
let's target their customer base for pennies
1. Create custom intent audiences for each competitor
2. Target each audience separately in sep ad groups
3. Bidding: max conv.
13/16 Competitor Display Breakdown who are the main competitors? > @Nike > @Younglaco > @...
14/16
Commercial Intent (Bottom-Funnel)
1. Smart Shopping: All Products
> this is the bread n butter campaign
> allow testing and then scale to $1,000s/day
2. Search: Phrase 2.0 w/ eCPC
> utilize broad campaign for new keywords
> review analytics queries
15/16
3. Search: Brand
> crucial for attribution and competitor defense
> use Abso Top IS
> attribution is DD or Last (think about sales cycle)
15/16 3. Search: Brand > crucial for attribution and competitor defense > use Abso Top IS &gt...
16/16
Remarketing (The Funnel Floor)
> this will be covered inside @wizofecom Utopia!
(sorry @Gymshark, have to be a member to see)
===
That's how I would use $100k in Google Ads profitably and then we can scale to theπŸŒ›
===
Interested?
I have 2 eComm spots left for Sep

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